Each successful promotional team understands the importance of social media in developing an event marketing campaign. In today’s digital world, these platforms can be the reason for success. However, a social media strategy can also be the main reason for failure. So, the question is, how to promote an event on social media?
Marketing tools and tactics can reach their maximum potential only when used correctly. For instance, there is no point in identifying your target audience during the event. Instead, it would be best if you did so months before the event takes place, so you can appropriately direct your marketing efforts and resources.
So, let’s see how you can promote an event on social media at different points in the event promotion timeline.
How to Promote an Event on Social Media Before It Occurs?
You can use different platforms, channels, or actions to promote your event before it occurs. However, they should all be oriented toward increasing the reach and connection to potential visitors. Here are two possible ways to do so.
Reach Out Through Different Channels
The best way to increase your online presence is to use different platforms. At this point, we can mention the social media accounts you own, such as Facebook, Instagram, Twitter, or LinkedIn. You can post teasers, education content, or anything else that might appeal to your target. However, that’s not all there is.
You should also recognize the exposure you can gain from your followers sharing your posts. For instance, they can retweet your quotes or share your Instagram posts. To do so, you will need to post engaging content or provide something in return, such as a giveaway prize.
Finally, there are the paid ads. You can choose to incorporate this type of advertisement on any social media platform. However, it would be best to first track where you get the most traffic. This way, the benefits you gain from these ads will undoubtedly exceed the costs to acquire them.
By combining these three ways to promote an event on social media, aka owned, earned, and paid channels, you can develop a comprehensive and actionable strategy.
Develop A Straightforward Purchasing Process
Of course, it’s not enough to present your event to potential attendees. You are aiming at conversions. So, it would be best if you made it easy for your customers to purchase a ticket. As 55% of consumers have bought something online after discovering it on social media, it’s only wise to use this potential.
To effectively promote an event on social media, you will need to reduce swiping, clicking, and navigating as much as possible. Instead, you need to develop a straightforward ticket sale solution for both mobile and desktop apps.
How to Promote an Event on Social Media While It Lasts?
Your marketing efforts shouldn’t end once you attract visitors to your event. On the contrary, you should further emphasize the event’s value and strengthen the relationships you have set with your customers. At this point, you can implement a whole bunch of tactics, one of which is live streaming.
The Power Of Livestreaming
According to Facebook, people watch a video three times more while it’s live than when it’s over. So, you might as well livestream different parts of the event, such as the keynote speaker or the arrivals area for VIPs.
However, you shouldn’t record the entire event, as it might make your event lose value. The attendees who have paid tickets might choose not to come next time, as they will believe non-attendees have received the same benefits from home.
Instead, choose several important and engaging points to promote an event on social media. At this point, you can use the Instagram Live option, Facebook, or YouTube.
In turn, the livestreaming might create FOMO, or fear of missing out, for future events. It might also attract a new audience or expand your reach and influence on social media platforms.
How to Promote an Event on Social Media When it Ends?
Make no mistake; you can promote an event on social media once it’s over. One of the best ways to do so is to reengage with your attendees, as people trust third parties more. Other potential attendees might not trust your paid team. However, they will believe word of mouth coming from the people who have witnessed your abilities. So, here’s an interesting way to do so.
The Importance of Event Attendee Testimonials
One of the most important aspects of a social media event marketing strategy is creating and maintaining a database of your attendees. Once the event ends, you can use this information to engage with your customers. You can send them a post-event survey to gather their experience and rating. Not only will this help you for future campaigns, but it can also improve your brand reputation.
At this point, you can include closed-ended questions for more general aspects, such as the food or the schedule of the event. However, it’s the open-ended questions that deliver the recognition you seek to promote an event on social media.
You can publish the open-ended questions from the survey as testimonials on social media platforms. To further increase the reliability of these comments, you can also ask your attendees to include their names or photo. What’s more, you can incorporate some information from the event itself.
For instance, if an attendee had something significant to say about the buffet, you might include a photo from it in the testimonial. You can let your imagination go wild, as you are the one that best knows your target audience and the possible ways to grasp their attention.
All information as presented above shows that there are countless ways to promote an event on social media. You can incorporate a number of tools, use a variety of channels or social media platforms and apply different tactics before, during, and after the event. It’s all to reach, engage with and retain your target audience. So, apart from following the event marketing tips and strategies as mentioned in the article, you might as well design a unique one that pertains exclusively to your audience.